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Surround Sound SEO Campaign Types.pdf

The document discusses surround sound SEO, which involves dominating search engine results pages for multiple keywords related to a topic by having multiple URLs ranked. It describes 5 types of SEO campaigns - awareness, consideration, decision, transactional, and flywheel keyword campaigns. Case studies are presented showing how surround sound SEO was used for agency services, an ecommerce brand, and a local transactional keyword. The document outlines the techniques used, such as utilizing multiple platforms and tracking competitors.

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An Introduction to Surround Sound SEO An Introduction to Surround Sound SEO
What is Surround Sound SEO? What is Surround Sound SEO?
Being #1 is great
Being everywhere is better Being #1 is great
Being everywhere is better Being #1 is great
“Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
“Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
“Surround Sound Marketing” is a concept first named by Alex Birkett (formerly of Hubspot)
Case Study 1:
Case Study 2:
Local Type 2 Campaign Case Study 3:
Search Reputation Management SRM Case Study 4:
Advanced Full Stack Case Study 5:
In this presentation I will go deeper into
In this presentation I will go deeper into Surround Sound SEO
In this presentation I will go deeper into An advanced technical definition of Surround Sound SEO Surround Sound SEO
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
An advanced technical definition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign The best content ranking platforms for each type of SSSEO Campaign Surround Sound SEO In this presentation I will go deeper into
Who Am I? Who Am I?
Russell Wright
I have been in the SEO space since 2005 (17 years) Russell Wright
I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Russell Wright
I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Russell Wright
I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Russell Wright
I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Russell Wright
I have been in the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Some of these graduates are very well known SEOs today Russell Wright
Some are confused about the technical meaning of “Surround Sound SEO”
Here is a clear path to understanding the meaning and 'levels' of this concept
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound Marketing Strategy
Surround Sound SEO is NOT OmniChannel Marketing
Surround Sound SEO is NOT OmniChannel Marketing
But OmniChannel Integration can 10X SSEO Rankings Surround Sound SEO is NOT OmniChannel Marketing
Surround Sound SEO is NOT Simply Link Building and Outreach
Surround Sound SEO is NOT Simply Link Building and Outreach
SSSEO metrics can organically grow high DA links and earned media promotion. Surround Sound SEO is NOT Simply Link Building and Outreach
Surround Sound SEO
Surround Sound SEO
When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
single SERP When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
single SERP single keyword When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
single SERP single keyword multiple URLs When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
Surround Sound SEO Campaign
Surround Sound SEO Campaign
Dominating multiple Search Engine Results Pages Surround Sound SEO Campaign
Dominating multiple Search Engine Results Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Surround Sound SEO Campaign
Dominating multiple Search Engine Results Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Multiple desirable URLs associated Surround Sound SEO Campaign
The 5 Types of Surround Sound SEO campaigns
01 Awareness Stage TOFU The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User has not defined problem Free information "How to Articles" or Definitions Charitable content this is slowest transaction velocity Brand Awareness
01 Awareness Stage Consideration Stage TOFU MOFU 02 The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is considering specific options now User understands problem and possible solutions User needs to be aware of your product or brand as option
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is ready to buy and needs a nudge User needs reassurance and trust User reads customer and expert reviews User is influenced by Flywheel Keywords
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale.. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to investigate brands or services. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
MOFU
MOFU BOFU
MOFU BOFU Flywheel
MOFU BOFU TOFU Flywheel
TOFU MOFU BOFU
MOFU BOFU Informational
Navigational MOFU BOFU Informational
Navigational BOFU Informational Commercial
Navigational Informational Commercial Transactional
Navigational Informational Commercial Transactional Flywheel
Navigational Informational Commercial Transactional Flywheel The 5 Types of Semrush Keywords for Surround Sound SEO
5 Types of Keyword Intent KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question. 01 Informational Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
By the way, to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise
By the way, to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise Semrush Blog
Case Study 1 Agency Services
International & National Keyword The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
Client Outreach *Listicles eventually dominated even the non-'best' term over 3 years. Race to the bottom?
Case Study 2 Commercial MOFU - Ecommerce Brand and Products
An eCommerce Keyword
An example of using Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
The user wants to find a specific page or site. Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. MOFU Keyword Intent KEYWORD INTENT FUNNEL An example of using Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
eCommerce Surround Sound Campaign Process
Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide eCommerce Surround Sound Campaign Process
Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR eCommerce Surround Sound Campaign Process
Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. eCommerce Surround Sound Campaign Process
Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages eCommerce Surround Sound Campaign Process
Innovative Amazon technology (created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages Track competitors in the Pet Odor space eCommerce Surround Sound Campaign Process
Track "Buyer" Transactional Keywords in a separate campaign Semrush Surround Sound SEO tool's "competitor tracking" allows for "turning the data cube"
Case Study 3 Local Transactional Keyword
A Local "Transactional" Keyword
A Local "Transactional" Keyword
Local “Surround Sound” keyword roadblock created for a client in the RV industry.
Multiple local keywords have this monopoly.
Multiple local keywords have this monopoly. We used several platforms
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp"
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity)
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1
Multiple local keywords have this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1 Insert many types of platforms here, depending upon the type of keyword
Flywheel Flywheel Keywords Case Study 4 Commercial MOFU - "Reviews" Keywords SRM - Search Reputation Management
Flywheel or 'Review' Keywords
A clear understanding of a Flywheel type "Transactional" keyword like "Review" is essential to setting up an SRM Surround Sound SEO campaign SRM (Search Reputation Management)
Why Consider "Review" Keywords as a unique type of Transactional Keyword in an SRM Surround Sound SEO Campaign? 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
Because Google is responding to Flywheel keywords, review content, and review platforms with ongoing global algorithmic updates 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
Google also has very strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
Google also has very strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
Flywheel keyword language (good and bad) used by current or previous customers
Now that we have mapped Semrush keywords onto the traditional Sales Funnel model - Top of Funnel, Middle of Funnel, Bottom of funnel concept - lets look at what I mean by 'Flywheel' Re-consideration keywords. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
Here is an example of an SRM client where we needed to track and crowd out bad URLs
and remove negative comments and fake reviews for our clients name + 'Reviews'
and remove negative comments and fake reviews for our clients name + 'Reviews'
During this SRM Surround Sound Campaign we:
Ranked Google Biz Profile for brand + reviews
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews"
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked'
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords
Ranked Google Biz Profile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords Inserted video carousel (last step only)
Biggest Inoculation from Flywheel Keyword Ranking Problems
Biggest Inoculation from Flywheel Keyword Ranking Problems
Biggest Inoculation from Flywheel Keyword Ranking Problems
Biggest Inoculation from Flywheel Keyword Ranking Problems
Biggest Inoculation from Flywheel Keyword Ranking Problems
Use Semrush's Surround Sound SEO Tool to track domains and keywords of brand-jackers squatting on the client's personal name and review keywords (BOFU)
In an SRM type of Surround Sound SEO Campaign we can:
Track multiple BOFU keywords (Reviews, alternatives, etc)
Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword
Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword
Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention
Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions
Track multiple BOFU keywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions Track competitor’s and Brand Jackers Surround Sound Status
Surround Sound SEO Keyword Research at Scale
Flywheel Type 5 SSSEO Campaign: ALL Keyword Types Commercial MOFU - An Advanced Surround Sound SEO Campaign
A SMART (Advanced) Surround Sound SEO campaign will include ALL Layers of the customer funnel . . .
and will also include an integrated strategy for Flywheel Keywords and “Testimonial SEO”
Site content and Quora Surround Sound SE0
Keyword Intent mapped out and Syndicated Twitter
Keyword Intent mapped out and Syndicated Facebook
Keyword Intent mapped out and Syndicated Social Clusters
Keyword Intent mapped out and Syndicated White Papers, Amazon Books
Keyword Intent mapped out and Syndicated Podcasts, Broadcasts
Trust Pilot and Review Aggregators BOFU-Flywheel
Trust Pilot and Review Aggregators MOFU
Press Release Team Collaboration BOFU
Press Release Team Collaboration MOFU
Press Release Team Collaboration BOFU
Articles and TOFU content keywords and entities
Increase transactional velocity by combining Inbound Marketing and Smart Surround Sound SEO
Strategically connect keywords, queries, content types and platforms
You need the right SEO knowledge and the right SEO tools to properly set up a (profitable) Surround Sound SEO campaign
Please read Alex’s original articles on this topic and see any Semrush videos
Please text Russell Wright 512-763-9300 for more information

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Surround Sound SEO Campaign Types.pdf

  • 1.
    An Introduction toSurround Sound SEO An Introduction to Surround Sound SEO
  • 2.
    What is SurroundSound SEO? What is Surround Sound SEO?
  • 3.
  • 4.
    Being everywhere isbetter Being #1 is great
  • 5.
    Being everywhere isbetter Being #1 is great
  • 6.
    “Surround Sound Marketing”is a concept first named by Alex Birkett (formerly of Hubspot)
  • 7.
    “Surround Sound Marketing”is a concept first named by Alex Birkett (formerly of Hubspot)
  • 8.
    “Surround Sound Marketing”is a concept first named by Alex Birkett (formerly of Hubspot)
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
    In this presentationI will go deeper into
  • 15.
    In this presentationI will go deeper into Surround Sound SEO
  • 16.
    In this presentationI will go deeper into An advanced technical definition of Surround Sound SEO Surround Sound SEO
  • 17.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 18.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns Surround Sound SEO In this presentation I will go deeper into
  • 19.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type Surround Sound SEO In this presentation I will go deeper into
  • 20.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign Surround Sound SEO In this presentation I will go deeper into
  • 21.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 22.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign Surround Sound SEO In this presentation I will go deeper into
  • 23.
    An advanced technicaldefinition of Surround Sound SEO The best tools to track your SSSEO campaign The 5 Types of SSSEO campaigns The 5 Types of keywords associated with each campaign type A Flywheel keyword concept that is the most critical to understand before you begin a campaign The best content format for each type of SSSEO campaign A sample content Headline for Each type of SSSEO campaign The best content ranking platforms for each type of SSSEO Campaign Surround Sound SEO In this presentation I will go deeper into
  • 25.
  • 26.
  • 27.
    I have beenin the SEO space since 2005 (17 years) Russell Wright
  • 28.
    I have beenin the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Russell Wright
  • 29.
    I have beenin the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Russell Wright
  • 30.
    I have beenin the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Russell Wright
  • 31.
    I have beenin the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Russell Wright
  • 32.
    I have beenin the SEO space since 2005 (17 years) I founded 2 SEO Software and client serving companies Created the first co-occurrence keyword research tool (2007) Created SEO certification training courses Taught thousands of students worldwide since 2007 Some of these graduates are very well known SEOs today Russell Wright
  • 33.
    Some are confusedabout the technical meaning of “Surround Sound SEO”
  • 34.
    Here is aclear path to understanding the meaning and 'levels' of this concept
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
    Surround Sound SEOis NOT OmniChannel Marketing
  • 48.
    Surround Sound SEOis NOT OmniChannel Marketing
  • 49.
    But OmniChannel Integrationcan 10X SSEO Rankings Surround Sound SEO is NOT OmniChannel Marketing
  • 50.
    Surround Sound SEOis NOT Simply Link Building and Outreach
  • 51.
    Surround Sound SEOis NOT Simply Link Building and Outreach
  • 52.
    SSSEO metrics canorganically grow high DA links and earned media promotion. Surround Sound SEO is NOT Simply Link Building and Outreach
  • 53.
  • 54.
  • 55.
    When a brandis ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 56.
    single SERP When abrand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 57.
    single SERP single keyword Whena brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 58.
    single SERP single keyword multipleURLs When a brand is ranked on a search engine results page with multiple URLs for any given keyword Surround Sound SEO
  • 59.
  • 60.
  • 61.
    Dominating multiple Search EngineResults Pages Surround Sound SEO Campaign
  • 62.
    Dominating multiple Search EngineResults Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Surround Sound SEO Campaign
  • 63.
    Dominating multiple Search EngineResults Pages Multiple types of keywords used by the customer along the 'buyer's journey' from search Multiple desirable URLs associated Surround Sound SEO Campaign
  • 64.
    The 5 Typesof Surround Sound SEO campaigns
  • 71.
    01 Awareness Stage TOFU TheLegacy Sales Funnel Model KEYWORD INTENT FUNNEL User has not defined problem Free information "How to Articles" or Definitions Charitable content this is slowest transaction velocity Brand Awareness
  • 72.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is considering specific options now User understands problem and possible solutions User needs to be aware of your product or brand as option
  • 73.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL User is ready to buy and needs a nudge User needs reassurance and trust User reads customer and expert reviews User is influenced by Flywheel Keywords
  • 77.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 78.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 79.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale.. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 80.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to investigate brands or services. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 81.
  • 82.
  • 83.
  • 84.
  • 85.
  • 86.
  • 87.
  • 88.
  • 89.
  • 90.
  • 91.
  • 92.
    5 Types ofKeyword Intent KEYWORD INTENT FUNNEL
  • 93.
    The user wantsto find an answer to a specific question. 01 Informational Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 94.
    The user wantsto find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 95.
    The user wantsto find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL
  • 96.
    04 Transactional Keywords andPlatforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 97.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 98.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL The user wants to complete an action or sale.
  • 99.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
  • 100.
    05 Keywords mostcreated by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. 5 Types of Keyword Intent KEYWORD INTENT FUNNEL SRM
  • 101.
    By the way,to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise
  • 102.
    By the way,to dig deeper on Keyword Intent Marcus Tober, Head of Enterprise Semrush Blog
  • 103.
  • 104.
    International & NationalKeyword The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 105.
    Client Outreach *Listicles eventuallydominated even the non-'best' term over 3 years. Race to the bottom?
  • 106.
  • 107.
  • 108.
    An example ofusing Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
  • 109.
    The user wantsto find a specific page or site. Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services. MOFU Keyword Intent KEYWORD INTENT FUNNEL An example of using Semrush’s Surround Sound SEO tool to track and discover opportunities for non-Brand “MOFU” or Middle of Funnel Keywords for Angry Orange:
  • 111.
  • 112.
    Innovative Amazon technology(created by Jimmy Kelley) utilized to push Amazon URLs worldwide eCommerce Surround Sound Campaign Process
  • 113.
    Innovative Amazon technology(created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR eCommerce Surround Sound Campaign Process
  • 114.
    Innovative Amazon technology(created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. eCommerce Surround Sound Campaign Process
  • 115.
    Innovative Amazon technology(created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages eCommerce Surround Sound Campaign Process
  • 116.
    Innovative Amazon technology(created by Jimmy Kelley) utilized to push Amazon URLs worldwide Produced a X10 increase of sales and steady improvement of BSR Track campaigns of any Listicles predominant in the "Pet Odor" market. Boost Listicle sites ranked inside Google's 'People Also Ask' and Main SERP pages Track competitors in the Pet Odor space eCommerce Surround Sound Campaign Process
  • 117.
    Track "Buyer" Transactional Keywordsin a separate campaign Semrush Surround Sound SEO tool's "competitor tracking" allows for "turning the data cube"
  • 118.
    Case Study 3 LocalTransactional Keyword
  • 119.
  • 120.
  • 121.
    Local “Surround Sound” keywordroadblock created for a client in the RV industry.
  • 122.
    Multiple local keywordshave this monopoly.
  • 123.
    Multiple local keywordshave this monopoly. We used several platforms
  • 124.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp"
  • 125.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud
  • 126.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites
  • 127.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter
  • 128.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook
  • 129.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube
  • 130.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity)
  • 131.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1
  • 132.
    Multiple local keywordshave this monopoly. We used several platforms We call this "Surround the Camp" Soundcloud Google Sites Twitter Facebook Youtube Google Biz Profile (Entity) Client Site as #1 Insert many types of platforms here, depending upon the type of keyword
  • 133.
    Flywheel Flywheel Keywords Case Study4 Commercial MOFU - "Reviews" Keywords SRM - Search Reputation Management
  • 135.
  • 136.
    A clear understandingof a Flywheel type "Transactional" keyword like "Review" is essential to setting up an SRM Surround Sound SEO campaign SRM (Search Reputation Management)
  • 137.
    Why Consider "Review"Keywords as a unique type of Transactional Keyword in an SRM Surround Sound SEO Campaign? 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 138.
    Because Google isresponding to Flywheel keywords, review content, and review platforms with ongoing global algorithmic updates 05 Keywords most created by previous or current customers, and platforms dominated by these words. Flywheel Keywords 04 The user wants to complete an action or sale. Transactional Keywords and Platforms The user wants to find an answer to a specific question. 01 The user wants to find a specific page or site. Informational Keywords Navigational Keywords 02 03 Commercial Keywords The user wants to investigate brands or services.
  • 144.
    Google also hasvery strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
  • 145.
    Google also hasvery strict rules and upcoming protocols associated with Flywheel 'Review' type keywords and review aggregators
  • 146.
    Flywheel keyword language(good and bad) used by current or previous customers
  • 147.
    Now that wehave mapped Semrush keywords onto the traditional Sales Funnel model - Top of Funnel, Middle of Funnel, Bottom of funnel concept - lets look at what I mean by 'Flywheel' Re-consideration keywords. 01 Awareness Stage Consideration Stage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL
  • 148.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 149.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 150.
    01 Awareness Stage ConsiderationStage TOFU MOFU 02 03 BOFU Decision Stage The Legacy Sales Funnel Model KEYWORD INTENT FUNNEL Controversy surrounds the Funnel Flywheel model as though mutually exclusive or opposed
  • 154.
    Here is anexample of an SRM client where we needed to track and crowd out bad URLs
  • 155.
    and remove negative commentsand fake reviews for our clients name + 'Reviews'
  • 156.
    and remove negative commentsand fake reviews for our clients name + 'Reviews'
  • 157.
    During this SRM SurroundSound Campaign we:
  • 158.
    Ranked Google BizProfile for brand + reviews
  • 159.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10
  • 160.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews"
  • 161.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked'
  • 162.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords
  • 163.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora
  • 164.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords
  • 165.
    Ranked Google BizProfile for brand + reviews Increased client's Google Biz Profile Reviews by x10 Pushed an affiliate website to #1 ranking for "Client + Reviews" Placed podcasting website in Google's 'people also asked' Ranked Quora #1 and #2 for dozens of keywords 'Owned' Quora Answers Internally on Quora Ranked Trust Pilot for dozens of keywords Inserted video carousel (last step only)
  • 166.
    Biggest Inoculation from FlywheelKeyword Ranking Problems
  • 167.
    Biggest Inoculation from FlywheelKeyword Ranking Problems
  • 168.
    Biggest Inoculation from FlywheelKeyword Ranking Problems
  • 169.
    Biggest Inoculation from FlywheelKeyword Ranking Problems
  • 170.
    Biggest Inoculation from FlywheelKeyword Ranking Problems
  • 171.
    Use Semrush's Surround SoundSEO Tool to track domains and keywords of brand-jackers squatting on the client's personal name and review keywords (BOFU)
  • 172.
    In an SRMtype of Surround Sound SEO Campaign we can:
  • 173.
    Track multiple BOFUkeywords (Reviews, alternatives, etc)
  • 174.
    Track multiple BOFUkeywords (Reviews, alternatives, etc) Track Multiple URLs for keyword
  • 175.
    Track multiple BOFUkeywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword
  • 176.
    Track multiple BOFUkeywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention
  • 177.
    Track multiple BOFUkeywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions
  • 178.
    Track multiple BOFUkeywords (Reviews, alternatives, etc) Track Multiple URLs for keyword Track the brand mentions for keyword Track the sentiment of the mention Track links from the mentions Track competitor’s and Brand Jackers Surround Sound Status
  • 179.
    Surround Sound SEO KeywordResearch at Scale
  • 180.
    Flywheel Type 5 SSSEOCampaign: ALL Keyword Types Commercial MOFU - An Advanced Surround Sound SEO Campaign
  • 181.
    A SMART (Advanced)Surround Sound SEO campaign will include ALL Layers of the customer funnel . . .
  • 182.
    and will alsoinclude an integrated strategy for Flywheel Keywords and “Testimonial SEO”
  • 184.
    Site content and QuoraSurround Sound SE0
  • 185.
    Keyword Intent mappedout and Syndicated Twitter
  • 186.
    Keyword Intent mappedout and Syndicated Facebook
  • 187.
    Keyword Intent mappedout and Syndicated Social Clusters
  • 188.
    Keyword Intent mappedout and Syndicated White Papers, Amazon Books
  • 189.
    Keyword Intent mappedout and Syndicated Podcasts, Broadcasts
  • 190.
    Trust Pilot andReview Aggregators BOFU-Flywheel
  • 191.
    Trust Pilot andReview Aggregators MOFU
  • 192.
    Press Release TeamCollaboration BOFU
  • 193.
    Press Release TeamCollaboration MOFU
  • 194.
    Press Release TeamCollaboration BOFU
  • 195.
    Articles and TOFUcontent keywords and entities
  • 196.
    Increase transactional velocityby combining Inbound Marketing and Smart Surround Sound SEO
  • 197.
    Strategically connect keywords,queries, content types and platforms
  • 198.
    You need theright SEO knowledge and the right SEO tools to properly set up a (profitable) Surround Sound SEO campaign
  • 199.
    Please read Alex’soriginal articles on this topic and see any Semrush videos
  • 200.
    Please text RussellWright 512-763-9300 for more information